"To create this content, ask yourself, 'What would I need to know if I were in the market for this product or service?" Then, think of different ways to present the information."

Three excellent ways to educate are the FAQ page, a case studies page, and a blog.

An FAQ page is easy to put together and it answers many of the questions a potential customer will ask. Remember, it's a sales page. Here's my FAQ page. Thanks for my graphic designer/developer Melody Watson for finding the code for the accordion on Squarespace.

Case studies are more difficult and take more time. But they are incredibly powerful. I'm working on changing my testimonials page to a case studies page. But here's a magnificent case studies page. That page is a thing of great beauty.

And a blog is perhaps the easiest way to educate--and stir people up.

Here's another great quote from the Google article.

"You may not consider yourself an expert in your field, but you probably know a great deal more than you give yourself credit for. Chances are that visitors will appreciate any advice you care to give. Writing articles related to your business and publishing them on your site can put you in the enviable situation of being perceived as an authority."

And the article encourages you to give the advice away for free...but make sure you get at least an email address.

You get qualified leads you can nurture into paying clients.

Tomorrow we'll go into establishing points of difference--your USP.

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I'm a direct response copywriter based in Charlotte, North Carolina. I specialize in providing copy and content for the direct marketing environment. Enter your info to the right for my free series: Seven Steps to High Converting Copy. Or contact me here.

Scott Martin Direct Response Copywriter

I'm a direct response copywriter. On this website, you will discover my direct response copywriting portfolio plus information about results, clients, and my background in direct marketing. You will also find biographical information about this direct response copywriter.